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Find Out What Motivates the Modern Day B2B Consumer
It’s easier to get inside the mind of the B2C buyer than it is to understand the channel partner/ B2B consumer.
For one, the psychology that goes into an end customer’s buying decision stems from a one-dimensional perspective; for example, a B2C consumer might ask, “How does this product or service affect my own self-interests?”
Conversely, however, the B2B mindset is multifaceted. The challenge is to step into the mind of the customer, posing the hypothetical question, “What products or services do we need that will help our customers meet their self-interests?”
Vendors that participate within the indirect channel partner sales funnel are left with an ambiguous marketing obstacle; a challenge that requires intuitive, transparent thinking in order to entice (and maintain) the interest of channel partners.
The current infrastructure of the B2B marketplace has segmented buyers into a much more cynical mindset, resulting into the persuasion of potential leads into conversions a much more difficult game to play.
The overwhelming abundance of marketing content flooding the virtual waves of the Internet is largely to blame—as B2B buyers develop an immunity to sales traps such as scare tactics, spamming and irrelevant/questionable advertising. Today’s B2B consumer is more self-driven, self-educated and self-aware—equipped with the advantage of knowing exactly what he is looking for.
Here is what the modern day B2B consumer is motivated by:
1.) Not spreading awareness to your brand
The more you try to garner awareness and attention to your own product or self-interests, the more you alienate yourself from potential leads. Businesses, like end-customers, are mostly (if not always) consumed by one philosophy: themselves. When deploying your B2B marketing strategy, it’s imperative to make perfectly clear that your product will help them, and only them.
The B2B buyer not only yearns for a product that is poised to help him but also something that will disassociate himself away from all the troubles of the world. Don’t just entice his self-interests, lure his delight.
3.) Confidence in you
With the vast amount of junk streaming the Internet, it’s crucial to angle your marketing strategy on trust. From spotlighting reputable testimonials/clients to featuring “proof of security” badges on your company’s website—establish a sense a security the moment they encounter you.
Today’s landscape of the B2B marketplace is competitive. Even when you dot your “i’s” and cross your “t’s” a once fruitful channel partnership can quickly change into an obsolete rapport. With that said, you have to find an angle that differentiates yourself from competitors; a marketing strategy that is unique from others, and maintains an exclusivity to it.
As a vendor, no one understands better than you the fragile unpredictability of the marketplace. Entice your channel partners with richly designed, diverse channel incentive programs. Whether it’s deal registration, SPIFF rewards, Co-op funds, MDF programs or a plethora of other sexy promotional opportunities—provide your channel partners with an offer that simply can’t refuse.
Leverage the Power of Automation to Help Manage your Channel Incentive Programs
Computer Market Research (CMR) brings 32 years of experience into the indirect channel sales industry. Through our state-of-the-art automated software, businesses can amplify their B2B marketing efforts via a clear and concise platform that robustly and intuitively assists the managerial process of channel partnerships. From optimizing trade promotions to customizing unique program guidelines, from building effective distribution channels to establishing transparent and objective B2B communication—CMR helps businesses maximize their marketing efforts with distributing partners that are built around a common goal of success. Our cost-effective SaaS application is the perfect tool for any business looking to strengthen their bond with channel partners through innovative solutions, which converts data into intelligence.